Ethical? Green? Social Impact? Postive Impact? Sustainable? Confused? You will be (kids etc). I’m a believer in and promotor of whatever we should now call this type of investment, but we have work on marketing. The ’Social’ and ‘Positive’ move it on from its beardy-sandel-wearing image. The bottom line, however, is the bottom line and a majority, given the choice (which they aren’t, always), go for the known, ‘conventional’ quantity, overcoming their scruples over fags, arms and deforestation for what they perceive as less risk. They need reassuring that they can and might make just as much money from good-deed investing.
